Does Your Company Get Digital Marketing?

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With 3 simple steps, most companies can move their digital marketing to a new level.

I’ve met with many CEO’s of mid-size companies who tell me, “We have somebody handling digital” and then go on to say, “You know, they update Facebook and stuff like that”. With recent studies showing a solid digital strategy can increase brand loyalty and drive sales, “handling digital” needs to be more than that.

If your company’s digital strategy needs a re-boot, consider 3 simple steps.

  1. Be Everywhere – While we complain about information overload, it is key for brands to be in those places on the web where their consumers go. For most brands, this isn’t exactly “everywhere”, but it’s everywhere important. Take a few minutes to figure out exactly the sites your target market frequents and be there with your message (and a link to your website).
  1. Sell Everywhere – Even if you don’t have “National Distribution”, you probably do if you sell on Amazon or in any of the large chains with e-commerce sites. We’re an impulsive nation. Consumers expect 24/7 product availability – so link those messages you post “everywhere”, not to your home page but to your “Where to Buy” page and feature your 24/7 retailers prominently.
  1. Engage in Dialogue Marketing – The holy grail of social is sometimes seen as consumer engagement, measured by comments, follows and likes. For a social program that actually sells product though, it takes a bit more than engagement; it takes dialogue. Try measuring your social program by how many thought leaders have your digital manager’s email and how often you involve them in your marketing program development. A small group of Brand Advocates working with your marketing team becomes a virtual advisory group that can both develop and promote your marketing programs.

Digital marketing is easier to implement and simpler to measure than most managers think…if you “get” digital marketing.

 

professional content creation Maryanne Conlin, CEO of RedRopes Digital  draws on her years of blogging, posting, tweeting, shooting and editing experience to create great content for her clients and sometimes for herself.

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Executing Content Marketing

If you want to know “How Effective is Content Marketing”, you could do worse than reading this article in Forbes. Beyond discussing data based on surveys, the author manages to insert one line that should resonate with anyone who has tried content marketing:

 

As with social media it’s not the theory that’s controversial, it’s the execution.

 

 

Somewhere between concept and measurement, effective execution seems to get lost. Mostly this is the case when brands jump from theory right into execution without the planning step in-between.

But, making content marketing work means taking the time to develop a strategy, starting with:

  1. Selecting vehicles by measuring impressions –Should you put your efforts into publishing on your own site or focus more on placing content on complementary sites?

 

  1. Following Best Practices regarding keywords –Are you using a keyword tool to ensure your posts are found by consumers who might purchase your product or service?

 

  1. Keeping it short and sweet – the more information available, the less we want to read. Short yet powerful posts rock.

 

‘Nuff said.

 

Maryanne